Liz Perez is CEO and founder of GC Green, Inc., which focuses on energy security and marginalized communities, including 50 tribal nations. Liz has attended several National Center events, and first volunteered for RES three years ago. Liz has an inspiring story, rising from near homelessness to a successful business owner providing needed services to tribal and underserved communities. Liz was recently honored as a Tribal Champion and 2024 Clean Energy Hall of Fame Awardee by the California Energy Commission, for which she will be honored at a ceremony on December 5, 2024.
Learn more about Liz below, and why think thinks The National Center is the “Ivy League” of Native American business organizations, and why RES is the “Super Bowl” for Native American businesses. You can also check out her websites at NESCO and VESCO.
Speaking of RES, early bird discounts for the 2025 Reservation Economic Summit are still available. You can also follow in Liz’s footsteps by volunteering for Indian Country’s largest business gathering. We hope to see you there!
1). Tell us a little bit about yourself.
I’m an enrolled member of the North Fork Rancheria (NFR) Mono Indians of California on my mother’s side. I’m also Salt River Pima Indian on my father’s side, but I am enrolled only with NFR. I attended Embry-Riddle Aeronautical University, where I earned my bachelor’s degree in Aeronautics, and later completed my MBA at Texas A&M’s Mays School of Business. I’m very proud of my education, as I was the first in my family to finish high school, complete a four-year degree, and earn an MBA. Education was a significant milestone for my family, and as the oldest sibling and cousin, I paved the way for many other family members who went on to complete their college degrees after me.
2). Why did you go into business for yourself and what certifications do you hold for your business?
I started my business – GC Green, Inc. – more than 15 years ago, driven by necessity and resilience. As a single mother of two, I faced homelessness just before my son was born 17 years ago—a profoundly difficult chapter in my life. I had just transitioned out of the Navy after nine years of service, only to step into the eye of a storm, a global recession. At the same time, I was leaving behind a challenging situation that left me as a single mom facing an uncertain future.
I was determined to change my circumstances. I realized the only way forward was to go my own course. For my children and myself, I chose to become an entrepreneur. Over time, I focused my business on the principles I learned in the military: addressing energy security through clean energy and energy efficiency. By reducing our nation’s reliance on foreign oil and advancing clean energy technology, as a country we can become more secure and energy independent. This mission and my passion to protect mother earth has been at the heart of my work ever since.
We hold the following certifications: Service-Disabled Veteran-Owned Business, Woman-Owned Business, Native American Business, Disadvantaged Business Enterprise, Small Business Enterprise
3). Tell us about some of your recognitions and any other accomplishments you have achieved.
In 2022, my firm was awarded the prestigious National Minority Veteran-Owned Firm of the Year Award. Previously, I was honored as a White House Champion of Change and selected as a U.S. Delegate to Israel and Japan for my work in advancing clean energy and sustainability. From 2017 to 2019, I served as Deputy Secretary, Tribal Liaison, and Disabled Veteran Business Advocate at the California Department of Veterans Affairs.
4). What is one of the most difficult challenges you have faced starting and growing your business?
One of the most difficult challenges I’ve faced in starting and growing my business has been navigating the dynamics with organizations that, while established to mentor and support small businesses, often selectively choose whom to help. Rather than fostering a truly inclusive environment, some of these organizations create barriers, picking and choosing who they want to see succeed or fail. It’s disappointing, but my experiences as a combat veteran taught me to persevere in the face of any obstacle. I don’t allow people and organizations that practice this behavior, stop me from succeeding.
My military background has shaped me to who I am today. I’ve endured sleepless nights in countries where Americans were not welcome and faced moments where my life was threatened. I’ve lost friends—like Seaman Palmer, who served on the USS Cole—and their sacrifices fuel me to live each day with a sense of purpose and to honor their memory by succeeding in whatever I undertake. I don’t have the option of giving up; resilience and resolve are ingrained in me as part of my DNA as a veteran.
Beyond my military experience, my upbringing within the Native American community and the values passed down by my grandmother have shaped me. The military and grandmother instilled in me a deep sense of duty, perseverance, and respect for all life. The duty to show everyone that we are still here as Native people, especially California Natives. These experiences - my military service, my Native heritage, and being raised by my Native grandmother - drive me not only to build my business but to lift others along the way, especially those often overlooked.
I don’t think people know this about me because I don’t talk about it.
5). What advice or words of encouragement would you give a younger version of yourself?
Looking back, I would tell my younger self to never let anyone’s doubts or criticisms diminish her confidence. I’d remind her to stand tall and remember her worth, especially when the journey gets tough. Every challenge she faces will shape her into the resilient leader she’s meant to be. I’d encourage her to celebrate every accomplishment, big and small, and to keep pushing forward with purpose, knowing that she has the strength and capability to overcome anything in her path. There will always be challenging days. Take time and slow down to enjoy the moment on the good days.
6). What advice would you give people recently starting out on their own in business?
For those just starting out or thinking about leaving the security of a traditional job to open their own business, my advice is to believe in your vision and prepare to stay committed, even when things get challenging. Always have a plan A, B, and C. Building a business takes a lot of time, resilience, flexibility, and belief in what you’re doing. Don’t be afraid to invest in learning—whether it’s industry skills, financial management, or leadership development. Surround yourself with mentors and allies who inspire and push you. Eliminate the naysayers from your circle both professionally and personally. Even if it might be family. And remember, setbacks are part of the journey. Every obstacle you overcome will make you stronger and more prepared to lead with confidence.
7). What are you involved with, in addition to your company and why is it important to expand or be involved in other things
I dipped my toes into politics for a while. Several years—and quite a few gray hairs—later, I realized I could make a bigger impact (and keep my sanity) as an entrepreneur. Plus, it gave me the freedom to focus on what makes me happiest: being a good mom and, now, a grandmother!
I’m very involved with my women-in-business and veteran communities. I’m a member of the American Legion Post 365 in Vista and the Veterans of Foreign Wars, also in Vista.
8). What else would you like to share
Success looks different for everyone. For me, it isn’t defined by material things, but by the quality time I’ve spent with my two kids, who are now 23 and 16. My daughter graduated from UC Santa Barbara, and my son is planning to attend the Naval Academy. My true success lies in giving them the support and tools they need to pursue their dreams. It’s also found in the memories we’ve created together—every holiday, summer, school activity, sports event, and all the Los Angeles Dodgers games watched together. These moments matter most to me. Now, I have the joy of sharing these experiences with my new granddaughter, and fiancé too.
9). You attended the NEI in San Diego, RES as a volunteer, and the Business Matchmaking in San Diego. What would you like for our readers to know about The National Center’s services and programs?
The National Center is the Ivy League of Native American business organizations. If you want to be successful, get involved with them. If you’re on the fence about attending an event or training, give it a try. I’ve met wonderful people there who I’m still in touch with today. The business relationships and friendships I’ve developed have been incredibly helpful and have all contributed to my success.
I attended RES for the first time three years ago, and for me, it was like the Super Bowl of Native American business—bringing together both tribally owned and Native American-owned companies. It was business networking on hyperdrive. My company had a booth there, which gave me the opportunity to meet potential buyers and build valuable connections.
I chose to volunteer for three days to get to know The National Center team and other volunteers more personally. I was especially drawn in by the warm and inclusive atmosphere created by Yvette Fielder and her leadership. Unlike some organizations where cliques can make newcomers feel isolated or left out of opportunities, The National Center made me feel truly welcome from day one. Their team brings such a positive attitude that it puts you at ease, allowing you to focus on making meaningful business connections without any unnecessary stress. Volunteering here has been incredibly rewarding, and it’s an experience I’d encourage anyone to try if they’re looking to grow their network in a supportive environment.
